Analisis Faktor-Faktor yang Mempengaruhi Brand Equity pada Merek Sepatu terhadap Generasi Milennial di Kota Batam 2019

Harmoko, Ricky (2019) Analisis Faktor-Faktor yang Mempengaruhi Brand Equity pada Merek Sepatu terhadap Generasi Milennial di Kota Batam 2019. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Objek yang akan dilakukannya pengkajian terbilang bisa dipakai dalam menyelami aspek yang memiliki dampak variabel ekuitas merek untuk masyarakat atau konsumen millennial di Kota Batam pada sepatu bermerek. aspek yang dalam maknanya merupakan variabel brand association, brand loyalty, brand awareness, brand image. Pengkajian kepada objek masyarakat milennial di kota batam. Target penelitian terhadap populasi mahasiswa/i yang sudah mengenakan sepatu bermerek pada pelaksanaan pemilihan dan belanja di toko sepatu olahraga seperti nike, adidas, under armour, reebok, new balance. Mahasiswa tertera terhadap Universitas Putra Batam, Universitas Internasional Batam Universitas Batam, Universitas Universal, dan Universitas Riau Kepulauan. Dalam penyusunan tersebut dibutuhkan penyebaran kuesioner sebanyak 450 lembar. landasan basis data yang diolah memanfaatkan program SPSS versi 23.4, brand association, brand loyalty, brand awareness, brand image mempengaruhi brand equity. ********************************************************************** Objects that will support the assessment can be used to explore aspects that have brand variables for the community or millennial consumers in Batam City on branded shoes. Aspects which in its meaning are variables of brand association, brand loyalty, brand awareness, brand image. Study on objects of millennial society in batam city. Research targets for student participants who have worn branded shoes in the selection and shopping at shoe stores such as nike, adidas, under armor, reebok, new balance. Students are listed on Putra Batam University, Batam International University, Batam University, Universal University, and Riau Islands University. More than 450 sheets are needed. The database is processed using the SPSS program version 23.4, brand associations, brand loyalty, brand awareness, brand image that affect brand equity.

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